New sponsors hit 'Runway' for Bravo


NEW YORK -- Bravo and the Weinstein Co. have announced, L'Oreal Paris, Saturn and Tresemme as the official sponsors of the fourth season of Bravo's "Project Runway," premiering Nov. 14.

The multiplatform deals provide significant brand exposure through both product integration and online extensions. This season will also see the integration of such brands as Brother International and the Hershey Co.

And for the fourth consecutive season, Bravo is continuing its overall series partnership with Elle magazine, including the use of the magazine's fashion director, Nina Garcia, as a series judge. The winner of "Runway" also will receive an editorial feature in an upcoming issue of Elle.

"What differentiates 'Project Runway' from other television properties is the unique opportunity to incorporate a diverse group of partners, all of whom are extraordinary marketers," said Pam Henning, senior vp global integrated marketing at the Weinstein Co. "They are committed to building engaging cross-platform programs that extend the reach of the 'Project Runway' brand outside of the endemic categories."